Mobile eye-tracking in retail research

Abstract

The chapter reports on an empirical investigation into consumers’ visual attention within a UK retail (marketing) environment using mobile eye-tracking technology. Retail environments are complex, visually stimulating spaces that support both hedonic and utilitarian consumer experiences. There is little prior research into the use of mobile eye-gaze technologies in retail environments to understand consumer response at a holistic level, and this chapter seeks to address this gap in the literature. The study reported on uses a mixed methods qualitative design, combining content analysis to analyse fixations of eye-tracking data with pre- and post-tracking questions and analysis of critical incidents. Findings indicate both intrinsic and extrinsic motivations play a role in the consumer behaviour observed focus of discussion is on the extrinsic elements that consumers use in the store, including lighting, sight lines, signage and product presentation that facilitate socialising behaviour and flow.